This document discusses marketing in the era of online networking. It outlines moving from traditional communication to connection by understanding HITS (Hunt, Interact, Test/Trial, Share) and implementing the PLAN (Personalise, Listen, Activate, Nurture). The PLAN approach involves personalizing outreach, listening to customers, activating relationships at all stages, and nurturing connections across departments. The overall message is that every online connection creates potential social and business opportunities.

1. AUSTRALIAN MARKETING INSTITUTE
The Connected Marketer:
Marketing in the era of Online Networking
Iggy Pintado
Marketing Director and Connector
Web: www.iggypintado.com
LinkedIn: http://www.linkedin.com/pub/dir/iggy/pintado
Twitter: http://twitter.com/iggypintado
Facebook: www.facebook.com/iggypintado

2. n Communication to Connection
n Understanding HITS
n Implementing the PLAN

4. Traditional Communication

6. Connection

8. “HITS”
ü HUNT
INSTANT EFFECTIVE EFFICIENT
ü INTERACT
ü TEST / TRIAL
ü SHARE

9. Connected Customer
INSTANT EFFECTIVE EFFICIENT

10. Connected MARKETER
INSTANT EFFECTIVE EFFICIENT

11. “PLAN”
ü PERSONALISE
ü LISTEN
ü ACTIVATE
ü NURTURE
INSTANT EFFECTIVE EFFICIENT

12. PERSONALISE
• SUSAN BOYLE
• 47 YEARS OLD, UNEMPLOYED
• 6 MINUTE TV PERFORMANCE
• 100 MILLION ONLINE VIEWS
• 5TH MOST VIEWED OF ALL TIME
• 1.7 MILLION FACEBOOK FRIENDS
THE WORLD NEVER HEARD OF HER ONLY 7 WEEKS AGO!

13. LISTEN

14. ACTIVATE
ü PRE/POST- SALES
RESEARCH
ü PERSONAL
RELATIONSHIP
MANAGEMENT
ü OPPORTUNITY
IDENTIFICATION

15. NURTURE
Sales
Marke*ng
Research
Innova*on
PR
Customer
Service
HR
Retail
Customer
Community
ü MAXIMISE
TOUCHPOINTS
ü CONTACT
CADENCE
ü OPPORTUNITY
CULTURE

16. n Communication to Connection
n Understanding HITS
n Implementing the PLAN
SUMMARY

17. EVERY CONNECTION
YOU MAKE IS A
POTENTIAL SOCIAL OR
BUSINESS
OPPORTUNITY

18. Iggy Pintado
Web: www.iggypintado.com.au
LinkedIn: http://www.linkedin.com/pub/dir/iggy/pintado
Twitter: http://twitter.com/iggypintado
Facebook: www.facebook.com/iggypintado